Entering the WhatHouse? Awards might feel like a challenge. It’s such a prestigious opportunity, you want to make sure you really capture what makes your development unique. If you’re not sure where to start, don’t worry – we’re here to help!
We caught up with a handful of our 2025 judges to find out exactly what they want to see in your submission. Not only will these tips make the entry process easier, but they’ll help your submission truly stand out.
Check out these dos and don’ts from Stanley Haines (Haines Phillips Architects), Tricia Topping (Director of Carlyle Consultants) and John Assael (Chairman of Assael Group), explore some writing tips from the Editorial Director of Show House, Rupert Bates, and you’ll have all you need to craft a winning entry.
Relevant images
If there was one recurring theme among our judges, it was pictures.
“At the moment, we have to wade through endless images that have no relationship to the actual award.”
Tricia Topping says
Yes, you want to grab attention with flashy photos, but it’s important that they show your development at its best in the context of the category.
“Stop sending pictures of young, good-looking people having pillow fights!”
John Assael pleads
“Quite often now, all we receive is a marketing sales brochure, some of which are quite useless for our purposes.
Stanley Haines adds
They not only show pillow fights, as John says, but also bowls of flowers on a table, or a photograph of a kitchen or bathroom that might be related to the project but is probably taken somewhere else.
We also don’t need pictures of the site manager laying a few bricks, or of people cutting ribbons with the local mayor or mayoress.”
The key takeaway? Only submit images that are relevant and powerful.
Succinct submissions
The judges don’t want to spend hours scanning overly complicated entries – they want something short, punchy, and impactful.
“We don’t need a glossy stamp album-like submission document tied in ribbons with glowing references to other projects that have been completed.”
says Stanley Haines
“Submissions should be succinct and to the point – a brief, one side of A4 max.”
To really capture their attention, make sure you only include the relevant details, get your points across quickly and effectively, and keep the language accessible – avoid too much marketing and sales speak.
Technical info…
The judges want to know what makes your development stand out, and nothing does that quite like the specs. Remember to include all the key points, but don’t forget to keep it short and snappy!
“I really appreciate detailed floor plans and technical stuff like energy consumption. Also cost per square foot achieved in sales.“
John Assael says
“What we need is a history of the site, including the consent and build-out. Give clarity on a completion or part-completion date (we aren’t fooled by CGIs!).
Stanley Haines adds
“Make sure to include an exact location of the scheme, plus layout plans of dwellings, and photographs of the scheme (especially of exteriors), including longer views that may show surroundings as well as the scheme and interiors. And remember to include a site plan that shows more than just coloured blobs – it should include parking, and hopefully the location of photographs too.”
…and standout USPs
Shout about what makes your development special – and shout it loud! Be specific, and make sure you include these USPs early in your entry.
Start your submission by spelling out exactly what makes it worthy of a WhatHouse? Award, and you’re bound to capture the judges’ attention.
“We don’t want general marketing stuff like proximity to stations or good schools – we’re judging the product, not the location. I recommend including any innovative features, like external hot water taps, sliding partitions or bee and bat boxes.”
John Assael says
Whether it’s design, value for money or environmental impact, it’s these thoughtful features that showcase real housebuilding excellence. Even if they only seem like small details, they’ll give the judges another reason to love your development.
WhatHouse? Award entry tips
Before you put pen to paper (or keyboard to Word doc), make sure you thoroughly read the small print so you can tailor your submission to the category’s entry criteria. When you hit all the requirements, you’ll have a better shot at being recognised as best in class.
Plan before you write to keep things succinct – it’ll help you get all the key points in early, too. And, most importantly, give plenty of thought to the images you include.
Avoid inaccessible language, vague marketing info, and pillow fight pictures(!), and you’ll have the best chance at being rewarded for industry excellence.
Good luck with your entry, and if you craft your submission into a winning one, we’ll see you on stage in November – just remember to show off that trophy with pride!
“It’s very prestigious to win an award, but it generally stays in the office. I would advise winners to put their award in the showhouses to give greater visibility.”
says Tricia Topping
Don’t miss your chance to enter and have your best projects recognised at the WhatHouse? Awards 2026!
